Why Email Marketing

1
Why Email Marketing

• A guide to what, why and how businesses can grow
  their revenue and customer loyalty at incredibly
  low costs.

2
What is email marketing?

• Delivery of marketing communications to
  customers, partners, suppliers etc. via
  professionally designed emails.
• Newsletters
• Promotions/Coupons/Sales
• Service Announcements
• New Product Introductions
• Event Invitations
• and more!

Think of your client or partners email box as you
would their mailbox!
3
Improves Overall Marketing ROI

• However you collect your email addresses from
  trade shows, customer calls, stores, or
  advertising, you can improve the ROI of each
  method by following up with timely and relevant
  email newsletters promotions and more.

Email marketing to your list can improve the
results of all of your lead generation programs!
4
Customer Loyalty and Repeat Sales

• Drive traffic and repeat sales
• Add a Join my list signup to your website
• Include a Forward to friend on every
  communication
• Keeps your business in front of your prospects
  and customers
• Send timely and relevant communications remind
  customers of your business and catch them when
  they are ready to buy.

Turn prospects into customers and customersinto
repeat business!
5
Fast and Effective

• Quickest time to market
• With email marketing, you can create and send a
  campaign in a very short period of time
• Minimal print/production time
• It takes on the click of a button to send

6

Immediate Results

• 85 of results occur within the first 48 hours
• Emails directly link to your web-site
• Call to action can drive your prospects and
  customers back to your site (to read more or buy)

7
Measurable

• Within 48 hours
• Review how many opened each campaign
• Review how many click-throughs you generated
• See which links generated the most click-throughs
• See who clicked-through each link

8
Affordable

• No other marketing vehicle is so affordable
• Electronic delivery eliminates the need for print
  and postage costs
• Once you have a standard design template,
  actual production is quick and inexpensive

9
Email Marketing Study

• 78 of online shoppers have purchased as the
  result of clicking on an (permission) email link.
• Consumers not only made immediate online
  purchases as a result of an email but also
  purchased online at a later date and offline as
  well 44 of online shoppers purchased at a later
  point or purchased offline after clicking on an
  email.

10
Email Marketing Study

• Permission-based email is far and away the
  preferred method of online merchant communication
  for consumers.
• Seventy-five percent rated it as their preference
  with only 25 preferring postal mail and 0
  choosing telemarketing.
• Emails have a dramatic impact on offline
  purchasing
• Fifty-nine percent purchased in a retail store
  after receiving a merchant email
• while 39 purchased through a catalog and 34
  purchased by phone.

11
Why EM for small business?

• Small businesses look more professional
• Push only key information and link to detail
• Far less expensive approach to marketing
  deliverables
• Gives your online investment a push
• Articles and promotions lead directly to the
  sitefor detail and/or purchase
• Far more affordable than traditional SMB
  marketing -- direct mail/print

The real question is why not?
12
Small Business Agrees.

54 of small businesses surveyed rated e-mail as
top online promotion to drive site visitors and
customers to their web sites DMA Interactive
13
Getting Started with Email Marketing

• 5 Easy Steps

14
Select an email marketing service provider
1

• What to look for
• Permission-based practices
• Bounce tracking and handling
• Results reporting including who clicked
• Email delivery in HTML and text (for non html
  mailboxes)
• Branded, professional communications
• Ability to select the from and to address of the
  email

15
Building your email list

• Collect emails at every customer touch-point
• On your website
• On customer calls (phone or in person)
• At trade-shows and events
• With in-store promotions

2
Make email collection a standard procedure
16
Determine your communications goals

• The Who, Whats and Whens
• What type(s) of communications will you send?
• Who is the audience for each communication?
• What are your goals for each communication?
• When do you want to communicate?

3
17
Develop/execute your communication

• Develop your communication
• What is your compelling offer?
• What subject line will get your list to open?
• What will you link to?
• How will you organize your content?
• Which images will you use to support your
  message?
• What will constitute success?

4
18

Review your results
5

• Track and analyze your results then do it again!
• Review opens to determine the best subject lines
• Review click-throughs to see what offers or
  actions work
• Send secondary communications to those who
  clicked

Test, Test , Test
19
Email Newsletters and Promotions

• Good for small business!

20
Travel and Tourism

• Preferred customer communications
• Vacation Deals
• Seasonal property rentals and room availability
• Resorts, BBs, Tour Operators

21
Retailers

• Preferred customer events
• Seasonal Sale Items
• New Product Announcements

22
Non-ProfitsEducation, Libraries, Associations

• Alumni newsletters
• Fundraising
• Event announcements
• News and Updates

23
Accounting/Financial Consultants

• Quarterly newsletters
• Tax Tips
• Investment news and/or recommendations

24
Restaurants and Hospitality

• Loyalty Programs
• New Menu announcement
• Preferred customer events
• Specials

25
B2B Communications

• Monthly Newsletters
• Features
• New Products
• Supplier News
• New Products/Services

26
Communicate with Constituents

• Fundraising
• Weekly updates
• Position papers
• Events

27
Case Studies
28
World of Travel

• Started using Constant Contact in February 2003
• Collecting opt-in subscribers on home page 1621
  in total
• Were using Outlook to send emails - 20 at a time
  with no results tracking
• Were spending 1,000/mo. on direct marketing
• One Constant Contact email generated 3 sales
  worth 1,000 profit
• Total Annual Spend 600

Constant Contacts templates are very unique -
an important, time-saving feature for us. Weve
also learned a great deal from the results
reporting about how to improve the effectiveness
of our campaigns. Chad Hersh Vice
President
29
Hats.com

• Started using Constant Contact in late 2001
• Set up and send each campaign in under 30 minutes
  
• 30-50 increase in site traffic and sales for at
  least a week after the delivery date of each
  campaign
• Click through rates of more than 22

The system is so easy to use. You don't need to
have any HTML skills. Type in your information,
copy and paste your links and off you go."
Matthew Costello Vice
President
30
WatchZone.com

• Started using Constant Contact in early 2001
• Significant increase in site traffic and opt-ins
  to email list as a result of the campaign
• First campaign generated 15,000 in sales - 100
  orders averaging 150 each
• Father's Day campaign to 30,000 names generated
  45,000 in sales in one week

Constant Contact is an ideal, and critical,
contributor to our marketing activities going
forward. I would definitely recommend this to
other small businesses." Shavi Mahtani
CEO
31
Emitations.com

• Started using Constant Contact in early 2001
• Achieved revenue growth of 400 with Constant
  Contact
• 10-15 percent growth rate per month in site
  traffic hits.

Orders pour in within 24 hours after I send my
email newsletters. I would recommend Constant
Contact to any small business owner."
Au-Co Mai CEO
32
With the wizard and email templates, we created
our first email marketing campaign in about 20
minutes. Travis Erickson Controller
Golf Bargains

• Started using Constant Contact in early 2001
• Collect email addresses on home page with opt-in
  tag
• First campaign to 5,000 customers generated
  12,500 in sales - 25 orders averaging 500 each.
• Recent campaign to 100,000 names resulted in
  several hundred sales ofputters, shirts, bags
  and more.